Alsace Destination Tourisme (ADT)

What Alsace Destination Tourisme (ADT) does

Alsace Destination Tourisme (ADT) is the official departmental tourism committee for the Alsace region of France, mandated by the Collectivité européenne d'Alsace (CeA) under Article L.132-1 of the French Tourism Code and the Alsace Law of August 2, 2019. Formed in 2016 through the merger of the former Bas-Rhin and Haut-Rhin departmental tourism agencies and tracing its institutional lineage to 1951, ADT coordinates destination development and promotion across a territory that attracts 17 million tourists and 35 million overnight stays annually. The agency federates a network of 32 tourism offices under RésOT Alsace and serves four principal constituencies: tourism professionals (accommodations, restaurants, activity providers), the tourism offices themselves, visitors (domestic and international), and local territorial authorities.

ADT's product portfolio is a platform of interconnected digital tools and branded programs rather than a single product. Core digital assets include the LEI Alsace regional tourism information system (30,000+ products feeding 200+ tourism websites), the Liesel CRM providing personalized in-stay visitor accompaniment across the 32 offices, the Trésors d'Alsace gamified discovery app (relaunched July 2026), and a free e-learning platform on sustainable tourism that has enrolled over 500 professionals. These are complemented by the Visit Alsace consumer brand and its sub-brands (Alsace à Vélo, Noël en Alsace, Route des Vins, Châteaux Forts, Massif des Vosges), the Objectif Clef Verte certification program, signature events (slowUp Alsace, Semaines du Tourisme Économique, Trophées du Tourisme), and thematic verticals including memory tourism and the La Traversée du Massif des Vosges hiking trail.

ADT's business model is grant-funded rather than commercial. The agency is entirely governed and financed by the CeA, with supplementary funding from European, Grand Est regional, and French State sources. Most services to tourism professionals are free (e-learning, CRM access, network animation, quality labeling), and the few consumer touchpoints that charge (e.g., 2€ per adult for economic tourism weeks) donate proceeds to charity. With 37 employees and offices in Strasbourg and Colmar, ADT functions as a regional platform orchestrator — a publicly mandated neutral convener coordinating destination management rather than a commercial vendor.

Name

Alsace Destination Tourisme (ADT)

Legal name

Alsace Destination Tourisme

Website

https://alsace-destination-tourisme.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Alsace Destination Tourisme (ADT) is the official departmental tourism committee for Alsace, mandated by the Collectivité européenne d'Alsace. It coordinates destination promotion, federates 32 tourism offices via RésOT, and operates digital platforms, sustainability programs, and the Visit Alsace brand for tourism professionals and visitors.

Ownership category

akta.pro rank

Headquarters

HQ city

Strasbourg

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Public Funding / Government Grants: ADT is commissioned by the Collectivité européenne d'Alsace (CeA) and receives funding from European, regional, and national sources to carry out its tourism development missions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Alsace Destination Tourisme (ADT) is the official departmental tourism committee (établissement public) for the Alsace region, mandated by the Collectivité européenne d'Alsace (CeA). It develops and promotes the Alsace destination by animating a network of 32 tourism offices (RésOT Alsace), operating proprietary digital platforms (LEI Alsace database, Liesel CRM, Trésors d'Alsace app, e-learning), delivering professional accompaniment and sustainable tourism certification (Clef Verte), running destination marketing campaigns under the Visit Alsace brand, and organizing signature events such as slowUp Alsace and the Semaines du Tourisme Économique et des Savoir-Faire.

Product overview

Alsace Destination Tourisme (ADT) operates as the regional destination management organization for Alsace, commissioned by the Collectivité européenne d Alsace (CeA). Its portfolio consists of multiple interconnected digital platforms, professional tools, and branded initiatives rather than a single unified product. The core digital offerings include: (1) the Trésors d Alsace gamified discovery app, (2) the e-learning 'Tourisme durable' training platform on sustainable tourism, (3) the LEI Alsace regional tourism database powering over 200 websites, and (4) the Liesel CRM/loyalty system for personalized visitor engagement. These are complemented by professional networks (ResOT Alsace — 32 tourism offices), the Carte Pro for industry professionals, the Clef Verte certification accompaniment program, marketing assets (TOP 100, Rêver d Alsace guide, personas), nudge behaviour-change tools, and branded sub-destinations (Visit Alsace, Alsace à Vélo, Noël en Alsace, Route des Vins, Châteaux Forts, Massif des Vosges). ADT also organizes signature events including slowUp Alsace and the Semaines du Tourisme Economique et des Savoir-Faire, and manages thematic programs such as Memory Tourism and the Traversée du Massif des Vosges hiking trail. The portfolio functions as a platform of coordinated tools serving tourism offices, professionals, and visitors across the Alsace territory.

Differentiator

Problem solved

Functional benefit

Brands

• Visit Alsace: Official destination brand targeting the grand public for tourism promotion of Alsace
• Alsace à Vélo
• Noël en Alsace
• Route des Vins d'Alsace
• Alsace, Terre de Châteaux Forts
• Massif des Vosges

Products and services

• Trésors d'Alsace mobile application
• E-learning 'Tourisme durable, agir ensemble pour l'avenir'
• LEI Alsace (Système d'Information Touristique)
• Liesel - Gestion de la Relation Client (GRC)
• Carte Pro Tourisme Alsace
• RésOT Alsace (Réseau des Offices de Tourisme)
• Objectif Clef Verte - Accompaniment Program
• Semaines du Tourisme Économique et des Savoir-Faire
• slowUp Alsace
• Tourisme de mémoire (Memory Tourism) program
• La Traversée du Massif des Vosges
• Visit Alsace destination sub-brands portfolio
• Trophées du Tourisme
• Labo Tourisme Durable

Quantifiable outcome

• 17 million tourists and 35 million overnight stays annually
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core, major and supporting.

• Ariena (Association régionale pour l'initiation à l'environnement et à la nature en Alsace)coreStrategic or Co-development Partner · 2 July 2026Convention signed July 2, 2026 at Maison de la nature du vieux canal de Hirtzfelden to strengthen cooperation between tourism and nature education networks. Partnership aims to accompany territories and professionals toward more respectful tourism practices, develop environmental awareness actions, and valorize nature discovery offerings in Alsace.
• Université de StrasbourgcoreStrategic or Co-development Partner · 25 June 2026Partnership with University of Strasbourg for launching the Licence professionnelle Guide-conférencier. ADT is a motor partner in this co-construction with faculties of historical sciences, languages, and arts, aimed at training professional multilingual guides for Alsace's cultural heritage.
• Association des Guides d'AlsacecoreStrategic or Co-development Partner · 25 June 2026Partnership with the Association des Guides d'Alsace in the co-construction of the professional guide training program, bringing field expertise and professional perspective to the educational curriculum.
• Teragir (Clef Verte)coreStrategic or Co-development PartnerConvention signed with Teragir to deploy the 'Objectif Clef Verte' program for accompaniment and labeling of hospitality and restaurant professionals in sustainable tourism transition. ADT coordinates with UMIH, CCI Alsace Eurométropole, and OTLC Strasbourg.
• Acteurs du Tourisme Durable (ATD)coreStrategic or Co-development PartnerADT renews annual membership as head of network for Alsace in the national Acteurs du Tourisme Durable association. This enables federation and mobilization of regional actors around sustainable tourism transition, with 40% discount on individual memberships for ADT partners.
• France Bleu AlsacemajorGTM or Marketing PartnerSixth consecutive summer media partnership (2019-2024) spanning 8 weeks from July 1 to August 23. Features daily interviews (5 per day from 8h20 to 18h20), weekly giveaways of Alsace stays, and special promotion of Clef Verte labeled establishments. Radio reaches 145,600 daily listeners with 108 minutes average listening time.
• CCI Alsace EurométropolesupportingImplementation/ SI/ Consulting PartnerPartner in Clef Verte accompaniment program, providing support for hospitality professionals in Strasbourg metropolitan area.
• UMIH (Union des Métiers et des Industries de l'Hôtellerie)supportingImplementation/ SI/ Consulting PartnerPartnership with UMIH Bas-Rhin and Haut-Rhin departments to support and promote Clef Verte labeling among hospitality professionals.
• Maison de la Nature du Ried et de l'Alsace CentralesupportingStrategic or Co-development PartnerHost venue for Rencontres du Labo 2026, bringing together tourism professionals and environmental education structures for ecotourism discussions.
• Collectivité européenne d'Alsace (CeA)coreStrategic or Co-development PartnerMain mandating authority for ADT. CeA sets strategic orientations for tourism development, particularly around sustainable tourism and ecological transition. ADT operates under the terms of Article L.132-1 of the Tourism Code.
• Crédit Agricole Alsace VosgesmajorGTM or Marketing PartnerCo-organizer of Trophées du Tourisme with RésOT and ADT, rewarding innovative tourism initiatives with an annual ceremony highlighting approximately 50 projects.
• The Shift ProjectsupportingStrategic or Co-development PartnerThink tank partnership for climate conferences organized in 2022-2023 to educate and engage tourism professionals on decarbonization scenarios for 2050.
• Route de la Libération de l'Europe (LRE)supportingStrategic or Co-development PartnerEuropean cultural itinerary network (Council of Europe label since 2019) with 250+ members across 10 countries. ADT represents Alsace's memory tourism actors since 2019.
• Réseau Alsace/Vosges Traces d'HistoiresupportingStrategic or Co-development PartnerNetwork of 11 memorial sites in Alsace-Vosges region supported and animated by ADT. Joint actions include publications, videos, press relations, educational tours, and collective promotion.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Regional players

• Visit Flanders: Regional DMO for the Flanders region of Belgium, responsible for destination promotion, professional support, and sustainable tourism initiatives. Highly comparable in mandate (regional destination promotion, network of tourism offices, multi-channel marketing) but operating in a different national market.

Emerging players

• Zartico: Data analytics platform built specifically for DMOs, providing destination intelligence, visitor insights, and movement analytics. Highly comparable to ADT's Observation Touristique and LEI data functions, but offered as a SaaS product to DMOs globally rather than as an in-house regional agency.
• Simpleview: US-headquartered CRM, CMS, and digital marketing platform purpose-built for destination marketing organizations (DMOs). Comparable to ADT in serving the DMO segment — Simpleview provides the technology layer (CRM, websites, content management) that ADT has built in-house with Liesel and LEI Alsace.

Broad incumbents

• Atout France: France's national tourism development agency, mandated to promote France internationally and support regional DMOs. Functions as the apex national body over regional DMOs like ADT, providing overarching brand strategy, market intelligence, and international promotion — overlapping in mandate but at a much broader geographic and strategic scope.
• Destination Canada: National Canadian DMO responsible for international tourism marketing, market research, and industry development. Comparable to ADT in core DMO functions (destination promotion, industry support, research) but operates at national scale with a much larger budget and global marketing reach.
• Brand USA: National DMO for the United States, focused on international destination marketing through the 'Brand USA' campaign. Comparable to ADT in destination-marketing mandate but operating at a much larger scale with a global marketing budget and PPP governance structure.
• VisitDenmark: National DMO for Denmark, combining destination marketing, market intelligence, and sustainable tourism leadership. Comparable to ADT in its destination-promotion mandate and digital platform stack, but operates at a national scale with broader portfolio and international remit.

Others

• ADN Tourisme: French national federation representing offices de tourisme and territorial tourism actors, providing training, quality frameworks, and advocacy. Not a direct competitor but an institutional peer — ADT's ResOT network of 32 tourism offices is structurally similar to the membership base ADN federates nationally.

Direct peers

• Agence Savoie Mont Blanc: French regional DMO promoting the Savoie Mont Blanc territory through destination marketing, professional networks, and tourism offices. Directly comparable in mandate, scale, and operating model to ADT — both are public agencies coordinating a federated network of local tourism offices with destination promotion, event organization, and professional support services.
• Visit Grand Est: Regional tourism committee for Grand Est, the same administrative region that includes Alsace. Operates the Visit Grand Est destination brand, coordinates cross-departmental tourism marketing, and animates regional professional networks — directly comparable in scope and institutional positioning to ADT, though at the regional level rather than departmental.

Market position

Weaknesses4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@visitalsace
• Facebookfacebook.com/Visitesalsace
• Instagraminstagram.com/tourisme_alsace
• TikToktiktok.com/@visitalsace
• LinkedInlinkedin.com/company/alsace-destination-tourisme

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alsace Destination Tourisme (ADT)